Returning to our main topic: C.A.R.E. is a framework that can be employed not only for the overall process of leading your potential customer toward conversion but also for enhancing every small interaction within that journey.
Here’s how C.A.R.E. appears in the customer journey for various types of solutions:
| B2B | Website | Retail | |
|---|---|---|---|
| C | Introduction, the initial outreach email | Everything you see above the fold (before needing to scroll), testimonials | Storefront, window displays, signage, store layout, how you greet prospects |
| A | Discovery Call | Survey, quiz | Questions you ask |
| R | Demo, trial | Product page | Demo, sample |
| E | Proposal, contract, pilot, onboarding | FAQs, CTA, checkout process, confirmation email | Checkout, setup |
C.A.R.E. within an intro email:
| C | The subject line, how you address them, readability at a glance, tone of voice. |
| A | Context of how you found or got connected to them, why you’re reaching out to them |
| R | What’s in it for them (WIIFT), why they might want to continue to engage. |
| E | How you make the ask to get them to continue engaging or provide more information. |
ASSIGNMENT
Craft your sales “script” or playbook using C.A.R.E. – create different ones for a call, your website, an email, or other channels.
If you’ve followed along with the previous assignments, this should be as simple as compiling all your assignments under the C.A.R.E. section into one document.
Additional Resource: How to write a sales script: 5 templates that actually sound good by PhantomBuster.